Toga Hotels Announce Brand Updates for 2013

Press Release | December 2012

18 Medina Apartment Hotels will become Adina Apartment Hotels
3 Medina Apartment Hotels will become Medina Serviced Apartments

December 2012: Toga Hotels is pleased to announce updates to its apartment hotel brands, the rollout of which will see 18 Medina Apartment Hotels become Adina Apartment Hotels and 3 remaining apartment hotels become Medina Serviced Apartments.

Effective from 15 January 2013, a revised brand vision will capitalise on continued market demand for quality apartment hotels in city centres along with serviced apartments in regional and suburban locations.

Rachel Argaman, CEO of Toga Hotels, said: “Toga Hotels is proud to announce an update to the branding strategies for our apartment hotels. Adina Apartment Hotels will now spearhead our apartment hotel offering; both locally and internationally. All Adina Apartment Hotels will be synonymous with style, space and service. Toga’s 30 year strong Medina brand will remain fundamental to our business and its signature will be refocused towards classic serviced apartments as Medina Serviced Apartments. I am confident that our guests, clients and stakeholders will embrace our brand vision and that Toga Hotels will continue to thrive, both locally and abroad, well into the future.”

Brand Strategy for Adina Apartment Hotels from 2013

The expansion of Adina Apartment Hotels will create a cohesive, international apartment hotel platform which will capitalise on the value of global distribution. Additionally, the change will simplify accommodation choice for guests including a shift away from ‘grand’, ‘executive’ and ‘classic’ apartment hotel classifications.

Adina Apartment Hotels is Toga Hotels’ international apartment hotel brand. Since 2005 Adina Apartment Hotels has grown to become the leading apartment hotel brand in Europe. In 2010, the Adina brand was introduced to the Australian market with the rebadging of Medina on Crown to Adina Apartment Hotel Sydney, Crown Street. Since then, Toga Hotels has embarked on an ambitious growth strategy for the brand within Australia with the announcement of 4 new apartment hotels: Adina Apartment Hotel Norwest (opened August 2012), Adina Apartment Hotel Bondi Beach (opening 2013), Adina Apartment Hotel Mascot (opening 2013) and Adina Apartment Hotel Royal Randwick Racecourse (opening 2014). Further growth is anticipated for the brand, both within Australia and internationally.

Branding Strategy for Medina Serviced Apartments from 2013

The 3 remaining Medina Apartment Hotels will become Medina Serviced Apartments. This change is intended to accurately reflect the point of difference in accommodation and services offered at these properties.

2012 marks the 30th anniversary of Medina in Australia. Today, Medina remains a popular choice for both guests and investors. The shift to Medina Serviced Apartments has been designed to propel the brand towards a strong future. Soon to be announced additions to the Medina Serviced Apartments portfolio will capitalise on the current demand for serviced apartments in suburban and regional locations. Toga Hotels is exploring a strong pipeline of future opportunities in the market.

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